Utopia is offering the Dyson DC31 Animal was 109.99 with free delivery, but now 99.99 which is now some £20 cheaper than the nearest discounted price. They are also investing in Google to get a priority listing (as "dy.son") so if you serach for "DC31" they come out as one of the top 3 listings.
You order in the normal way, submit CC details and it goes through. You receive a confirmation as paid.
Later, and many if not all, then receive an email from Utopia saying they have a problem with their CC payment system, if you'd like a further £10 discount, please pay by bank transfer. Any further correspondence is not replied to, even when I offered to pay via COD. According to Money Saving Expert this CC problem has been going on for over 2 months; however to Utopia's credit there are cases, of people saying they paid by bank transfer and received the goods (but many if not all are first time novices).
Something here doesn't stack up. If you go for price, I suggest most would not accept the risk, unless you don't understand the difference in the risk profile between CC and bank transfers (I note that now the price is under £100, some credit card companies would not cough-up even if one runs into problems and if CC were eventually accepted by Utopia).